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If typography is calling attention to itself, it's taking that attention away from what the words are saying.
Michael Bierut
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Interpretation

What this quote means

Typography should enhance the message of the words rather than distract from it.

In this quote, Michael Bierut emphasizes the importance of typography in communication. He argues that when typography draws too much attention to itself, it overshadows the actual content and meaning of the words, suggesting that good design should serve to support and amplify the message rather than detract from it.

Themes

TypographyDesignCommunicationWordsAttention

In practice

Example use cases

In a graphic design workshop, to explain the importance of layout, I might say, 'Remember, if typography is calling attention to itself, it's taking that attention away from what the words are saying.'

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If you do good work for good clients, it will lead to other good work for other good clients. If you do bad work for bad clients, it will lead to other bad work for other bad clients.
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